Creating negative space in logos

One of the most popular and now classic examples of an effective use of negative space within logo design is the arrow in the FedEx logo. You know about that arrow, right? If not take a quick look below left and see if you can spot it. Once found, it’s one of those things you won’t be able to avoid noticing again.

SPOILER ALERT: There is an arrow in the negative space (blank space or white space) inside the “Ex” between the E and x. Now you can’t un-see it!

This and other forms of creative use of the negative space may be happy accidents after logo creation, or discovered during logo creation. But do not attempt to force it when it’s not there. More importantly, don’t create a hidden image like this — even if it is possible — if it makes no sense to your brand message or has nothing to do with anything you communicate.

The designer behind the FedEx logo denotes a “moving forward” arrow, to indicate the direction of their brand and the service they provide. It makes sense in this case. It’s fitting with the overall brand and message FedEx communicates.